Problems And Countermeasures In The Marketing Of Armstrong New Products

A proper marketing strategy that perfectly matches the enterprise can quickly and effectively affect the enterprise products into the market and survive. The prosperity of the economy, the development of commercial real estate, and the construction of large infrastructure provide a good opportunity to PVC flooring industry development. Since Armstrong is the standard setter and sales leader in PVC industry all the time, how to keep leading and expanding such advantage needs and deserves our careful research and consideration.The article will discuss how to develop more scientific and effective marketing strategies under the background of the localization of Armstrong products. First, by using Michael Porter's Five Forces Model we analyze the competitive situation of Armstrong's upcoming new products, we see that the PVC flooring market is facing fierce competition with other flooring materials and other brand competition in the category. Second, by constructing SWOT strategy analysis matrix we choose the appropriate marketing strategy for Armstrong PVC flooring, through the analysis of its strengths, weaknesses, opportunities and threats. Third, the article analyzes the market segmentation and purchasing behavior, we provide proper marketing recommendations for Armstrong and set a marketing strategy system, including product strategy, price strategy, channel strategy and promotion strategy, etc. Finally, the article put forward safeguard measures to ensure the marketing strategy can be carried out smoothly and eventually can realize the goal of marketing strategy.I hope the research let the decision makers have a systematic and clear assurance about the whole process of new product marketing. In order to better meet the market demand and promote the sustained and healthy development of industry, it is not only to Armstrong but also to all foreign-funded enterprises in China facing the problems in the marketing strategy have a extremely practical significance, I hope this article can provide some positive references to them.